The largest game publishers have the biggest budgets, and Ubisoft has demonstrated today it really isn’t afraid to waste money on a rather expensive, and in my opinion, forgettable promotion.

The game being promoted is Far Cry Primal, which is set for release on February 23rd. This is Far Cry set in the Stone Age, so Ubisoft decided to commission Nick Roberson, a master carver and stone mason, to hand-craft a PS4 and DualShock 4 controller out of Fletcher Band sandstone. He also went on to carve out a gaming den complete with TV, coffee table, beer can, and pizza to complement the stone console.

Here’s Nick in action creating the objects:

This man can carve some seriously good stone.

I can only imagine how much a stone carving project of this size costs, and if you hadn’t guessed already I’m questioning how well this works as a promotion. I guess, as I’m writing about it, then it probably did what it was intended to do.

When you can play Far Cry Primal depends on your platform preference. The February 23rd release only applies to the PS4 and Xbox One versions. Anyone preferring to play on PC will be kept waiting until March 1st. However, in return for your wait you’ll be offered a better visual experience if you have the hardware to cope with turning up all the settings.

If the game launches full of bugs or lacking a little in terms of content, don’t forget Ubisoft used a chunk of the game’s budget to carve things out of stone.